When you think of social media videos, you probably think of influencers. The (often) young individuals that post videos of pranks, makeup tutorials, life hacks or politics. Their videos are well-lit, polished, funny and seem almost professionally created. That’s a lot to live up to when you’re considering creating your own video. Fortunately, the pandemic has shifted consumer expectations about video production value for the better. Here are four ways you can create engaging social media videos for your community.
1. Be Authentic
“Authenticity” is a word that has been thrown around a lot since the start of the pandemic. As many members of your community shifted to working from home, coworkers and other businesspeople were given a view into their everyday life. Not only could we see into people’s homes, but we also often met children, pets and other family members along the way.
Consumers aren’t gravitating toward faceless corporations anymore. Being an authentic brand has become an important part of social media marketing. The best way to show authenticity online is with a no-fuss social media video featuring you being yourself in your home or office. Some of the most popular authentically created videos of 2020 were part of actor John Krasinski’s “Some Good News” series on YouTube.
This video is more technically advanced than most at-home creations, more than likely thanks to John’s resources and connections. However, the first few moments of the video show the actor at home, in his office, talking directly to us as himself. Perfectly authentic.
2. Upgrade Your Tech
Let me start by pointing out one of my biggest video pet peeves: do not position your smartphone camera below your eye-line. Setting your phone or tablet’s camera down on a desk creates an unflattering angle and no one wants to look up your nose.
Now that I’ve gotten that out of my system, here’s how you can fix it: buy a tripod. It’s really easy to find inexpensive and small smartphone tripods online. Look for something light weight that was manufactured specifically for the device you plan to record videos on. Most of the time, you can find one that transitions from a small desk height to floor height for different types of videos.
Good lighting is key for a compelling video. Unless you have a large amount of natural light in your office or home, a ring light is a versatile tool that will naturally enhance your face. There are a lot of tripod and ring light packages you can buy online to get you started.
3. Consider Attention Spans
Social media has shifted to bite-sized content. In a world of Instagram Stories (10 seconds) and TikToc videos (two minutes), consumers want you to get to the point – and fast. As you’re planning your video’s message and content, consider keeping your video short. If that doesn’t feel possible, make sure you get your message across within the first few seconds to keep people watching until the end. A great example is this Instagram “hacks” video from Hootsuite.
4. Write a Script
Some people are blessed with the ability to wing it and say exactly what they want in one take. I am not one of those people. The best way to make sure you are getting your point across is to develop a short script and memorize it before you start filming (don’t try to set it next to your camera, we can tell). Fortunately, Homesteaders has developed six scripts for funeral professionals, each developed with a specific message in mind. You can download these scripts, a “how-to” guide and example videos by clicking here.
In a world where every brand is seeking attention, it’s important to stand out from the crowd with compelling and educational videos about funeral service. Does your funeral home utilize video on social media? Tell us about your results below.